Table of Contents
Did you know?
A strong brand can help establish trust and credibility with customers, and most importantly, you can make your business stand out in a crowded marketplace.
An Introduction to Branding
Branding refers to the way in which a company creates and communicates its identity to its customers and target audience, and in many ways it can make or break a company. Branding entails the visual, verbal, and emotional elements that help a brand shape its perception in the minds of consumers. This would include anything from a brand’s name, logo, color scheme, website design to customer interactions.
In the 1970s, Nike founder Phil Knight wanted to create a unique identity that would set the company apart from its competitors. He wanted distinctive packaging that would grab the customer’s attention and reinforce the brand’s images. Knight and his team elected to use bright orange packaging, now a signature element of the Nike brand. In the 70s, this was very innovative as Adidas, Converse, and Reebok all used basic colors of black, white, and blue respectively.
Whether your goal is to launch your own website, or sell products on Amazon; the importance of creating a brand identity cannot be overstated. In today’s over saturated market, consumers are faced with an overwhelming number of choices for any given product. You’re going to want to stand out.
Brand Consistency: Why it's important
Consistency refers to the ability to maintain a steady, reliable, and predictable behavior or pattern over time. Whether it’s in one’s actions, habits, or commitments, consistency holds great significance. Consistency opens up the doors of trust, allowing individuals to feel more secure and confident in your words and actions. Now think of this in a business sense, would you conduct business with a brand that’s always changing their brand identity around? To the consumer, they may come off as unstable. If a business isn’t stable, you wouldn’t traditional give them your hard earned money.
Brand consistency is the practice of maintaining a unified and cohesive brand image across all interactions with the target audience. This can be from the initial messaging, the identity, and the overall appearance of all the brand’s components. When a brand consistently delivers its promises and maintains a coherent identity, it creates a sense of reliability and professionalism. This alignment of brand elements reinforces the brand’s values, personality, and unique selling propositions, allowing the brand to leave a lasting impression on its target audience.
Identify Your Audience
When forming a brand, understanding the target audience is essential. A target audience refers to the specific group of individuals or customers that a brand aims to reach and engage with. In 2018, IHOP (International House of Pancakes) attempted to rebrand itself to IHOB (International House of Burgers) to emphasize its burger menu. The move was an attempt to broaden their customer base and attract a new crowd, however they faced backlash over the move. Consumers felt the rebranding deviated from the brand’s core identity, and the reason for their success. They later reverted back to it’s original name, realizing that maintaining consistency with their core brand identity was crucial for maintaining customer loyalty.
When considering the target audience as you create a brand, it is essential to consider their needs and preferences. If you’re niche focuses on breakfast, don’t try to force the consumer to buy a cheeseburger. You can ask yourself, “Who am I selling to?” By putting your target audience at the forefront of your brand creation process, you increase your chances of building a strong and enduring brand that deeply connects with the people you aim to serve.
Creating Your Brand
To begin the process of creating your brand after you have formed a general idea on who your target audience is, you are going to want to begin with defining your core values, mission, and the unique qualities that set your brand apart. These foundational elements will guide your visual style, voice, and overall identity. You might find yourself asking: What do I stand for? What problems do I want to solve for my audience? How can I differentiate my brand from others in the market? What would help catch my audience’s eye?
Frequently Asked Questions
Branding is how a business or company communicates its identity to its customers or target audience.
Just ask yourself, "Who am I selling to?" Every brand has a target market. As soon as you know what products you're selling, you should be able to determine who the target audience will be.
Firstly, you're going to want to double-check and make sure the name isn't already taken. Check for domains, the USPTO (US Patent and Trademark Office), and social media sites. Once you've cleared the name, make sure that your color identity isn't too similar to your competition.
You can find inspiration all around. Through the internet, taking a drive around the city or town. The key is to venture out and look at how various companies are able to distinguish themselves from their competition. You can even look into the past with how brands like McDonald's or 7-Eleven were able to stand out in very competitive markets.
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